Accounts in Review: Phew! What a Busy 10 Days

When it rains, it pours. Five marketers have hired new shops for creative and media accounts in the past 10 days, starting with Johnsonville Sausage, Johnnie Walker and Golden Corral and ending with Bloomin' Brands and Sprint.

Sprint's selection of Deutsch L.A. had been expected since last month, when the telco told fellow finalist Arnold that it was not getting its broadcast business. In fact, Deutsch had already started creating TV ads before it finalized its contract. And it's a big one, with revenue estimated at $30 million. Now it's time to do battle with market leaders AT&T and Verizon.

8

Sprint, Broadcast Creative

Media spend: $450 million
Incumbent: Figliulo & Partners
Contenders: Deutsch L.A., Arnold
Consultant: Mercer Island Group
Awarded to Deutsch L.A.

7

JCPenney, Media

Media spend: $430 million
Incumbent: OMD
Contenders: Incumbent, undisclosed others
Completion: January

6

U.S. Army, Creative, Media

Media spend: $180 million
Incumbent: McCann Erickson, UM
Contenders: Incumbents, others to be determined
Completion: March 2016

5

Bloomin’ Brands, Media

Media spend: $150 million
Incumbent: Carat
Contenders: Incumbent, MediaVest, undisclosed others
Consultant: Joanne Davis Consulting
Awarded to MediaVest

4

Scotts Miracle-Gro, Media

Media spend: $80 million
Incumbent: MEC, Active International
Contenders: To be determined
Consultant: Pile + Co.
Completion: March
 

 

3

Golden Corral, Creative

Media spend: $55 million
Incumbent: None
Contenders: Merkley + Partners, Mullen, The Via Agency
Consultant: Hasan + Co.
Awarded to Via

2

Johnnie Walker, Global Creative

Media spend: $40 million
Incumbent: Bartle Bogle Hegarty
Contenders: Incumbent, BBDO, Ogilvy & Mather, Anomaly, Wieden + Kennedy
Awarded to Anomaly

1

Johnsonville Sausage, Creative

Media spend: $30 million
Incumbent: Cramer-Krasselt
Contenders: Incumbent, Fallon, Droga5, Crispin Porter + Bogusky
Consultant: Avidan Strategies
Awarded to Droga5